Containers play key role in branding strategy for ice cream manufacturer
SuperLift containers from RPC Superfos help maximize appeal in the B2B sector.
November 6, 2014
by Canadian Packaging Staff
Sicily—Beautifully decorated SuperLift containers from RPC Superfos are playing a key role in the branding strategy of Italian manufacturer Elenka, who produce and sell products for making ice cream and pastry.
Based on the island of Sicily, this highly reputed family-owned company sells its range of ingredients throughout Europe, the Middle East, America and Australia. Ice cream parlors and bakeries mix the fluid or the powder from Elenka with sugar and cream to serve original Italian pastry and ice cream to their customers.
While bulk pack sizes and efficient logistics are cornerstones in the B2B trade, artwork design also has a positive impact on purchase managers. The eye-catching artwork for the SuperLift containers was developed by Elenka’s in-house marketing and design manager Rocco Niro, who underlines that in any sales process, you have to grab the attention of customers, whether the segment is B2B or B2C.
“We know that the common assumption is that professional purchasers pay less attention to artwork and design of the packaging than the average consumer. However, we consider our B2B customers more or less like consumers. Even though they act and make decisions in their professional capacity as purchasers, they clearly respond to appealing design in a positive way. This is why first class artwork and visual design are vital parts of our branding strategy,” he explains.
The containers are injection molded in polypropylene in matching colors – white, black and brown – and decorated with high quality in-mold labeling images.
Elenka uses the SuperLift container in two sizes—3.1 liters and 11.3 liters with plastic handles. The pack is very functional and confirms correct re-closure with an audible click. SuperLift has a round conical shape and the handle on the collar leaves lots of space for sleek and exclusive art work.
Niro states, “The SuperLift container is one of the most beautiful containers in its category. It is highly functional and decoration friendly, offering a big space for the visual communication. Actually, it has much resemblance with the type of packaging you would find in a supermarket.”
For more information, visit www.rpc-superfos.com.